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| Author: | Escalas, J. E. |
| Title: | Imagine yourself in the product - mental simulation, narrative transportation and persuasion |
| Journal: | Journal of Advertising
2004 : VOL. 33:2 p. 37-48 |
| Index terms: | ATTITUDES BRANDS MODELS |
| Language: | eng |
| Abstract: | This article includes an experimet which examines the favorable effect of ad-encouraged mental simulation on brand evaluation and ad attitudes. The authors develop a model where mental simulation induces via narrative transportation. |
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